Translation, Arabization and Advertising Copywriting

Translation and Arabization are sometimes used as synonyms when
one refers to content from any language being interpreted into the
Arabic language. Yet the two are quite different from one
other.

In Arabic translation, we transfer an idea from one culture into
another one via language; this is more than merely translating
words from one language to another. Language is a medium for this
transference. Throughout this process, the translator has the
choice to be faithful to the source alone or to also factor in the
mindset and culture of the target audience. It is a choice between
translating literally from the original author's point of view
alone or interpreting and writing an intended message from the
target reader's point of view.

Translation and the Arabic Language

Translation has played a crucial role in the Arabic culture and
heritage. As far back as 1300s, Caliphs would give
a book's weight in gold to people who translated a foreign book
into Arabic. The Caliphs strongly believed in communication between
nations and cultures.

What is Arabization?

Arabization is the process that localizes foreign text or a term
and reshapes it to match the Arabic mentality. The original
elements of the
Arabic language are used rather than literal translations, like
hundreds of English terms that work as Arabic words and thousands
of Arabic words that work within the English language.

Sometimes, one can find a complete expression or a sentence that
works for the same meaning in the target language like the English
term 'checkmate' in the game of chess, which traces its root to the
Arabic 'shah mat', and so many more.

Those of us who translate and copy write in the translation
industry have a great responsibility, as well as enormous
opportunities, as the world becomes better connected and brands cut
across global frontiers. We are charged with the task of
interpreting and Arabizing content for the Arabic target audience,
and expanding the global database of appropriate Arabic
terminology.

Key to success in Arabic translation

Through our Arabic translation services, our main responsibility
is to enable our clients to promote their products in such a way
that they can be sold without affecting others negatively. We have
to respect our clients and their brands, enabling them to promote
their products effectively by giving them culturally sound advice.
At the same time, we must also respect our clients consumers in
Arabic locales. We must provide true and accurate information about
the products our clients are trying to sell to Arabic
consumers.

We certainly work hard to achieve client satisfaction, but I
think we should aim to win the target consumer's satisfaction too,
with accurate product information in terms that consumers can
understand. Otherwise, we risk losing the consumer, and
subsequently, the client for whom we create Arabic content.

Another responsibility is to use the Arabic language properly;
Arabic is highly meaning-sensitive language. If someone tries to
add his own touch without a comprehensive knowledge of the nuances
of this language, he may create a completely wrong result. Weak
Arabic copy will negatively affect target customer perception of
brand quality.

Arabic Language Today

Today, the opportunities are great for Arabs who have a passion
for communication, media and translation, especially for those of
us whom adapt content for Arabs. We work for our own local market,
targeting consumers using our own language and culture. On many
levels, that is an easy thing for us to do.

While the Arabic language is not easy for non-native speakers to
master, it comes naturally to those of us for whom it is the mother
language. It is much harder for non-Arabs to master the Arabic
content market. It makes more sense for Arab writers to make
dedicated efforts to move beyond being just literal translators to
copywriters. We must continually enhance our skills towards
creative copywriting.

Arabic Language and the global market

Also, we have certain challenges that require hard work. For
example, the Arabic market has moved from a small and local focus
to large and global emphasis. The demands of this market are also
changing.

Many Middle Eastern companies, especially advertising agencies,
are managed by non-Arabs. Sometimes, this results in management
that might not be in tune with the way Arabs perceive their
communication efforts and creative campaigns. An example would be
an ad agency creating a Ramadan greeting for a shoe brand wherein
the Ramadan crescent is shown as a shining arc on a shoe. This is
an instance of a completely inappropriate message for the target
audience that has been created and passed by a management that does
not understand Arabic culture. Arabic culture has the most
pronounced, negative attitude toward shoes being used out of
context; to most Arabs, a shoe is a symbol of impurity. The shoe is
such an offensive symbol that it is seen as culturally rude in
Arab-speaking countries to even cross an ankle over your knee and
display the sole of your shoe while talking to another person.

Arabic language and copywriting

Currently, there is an evident gap between Arabic creative
copywriters and their clients, even their own managers. There are
agencies in the Middle East that specifically seek non-Arab
applicants for creative writing positions. Most often, the Arabic
writer's role is perceived as one for translating content that has
been written by writers in other languages. In such a system, the
result will be much weaker than in a situation where Arabic writers
generate content based on their original thoughts rather than a
translation.

Sometimes Arabic copywriters do not even get a chance to propose
original concepts or content. Agency briefings often include
English writers but not their Arabic counterparts, assuming that
the concepts will be created in English and then translated or
Arabized. When Arabic writers propose an original idea or a theme
derived from their own culture and community, it is sometimes not
understood or appreciated by decision makers who are unfamiliar
with the local Arabic mores and metaphors.

I think Arabic writers and translators should work day and night
to show our culture's richness and stand up for our ideas. All
communicators should join hands together, regardless of the
language, culture, color and mentality, and be real partners in a
world without frontiers.

Further Resources on Arabic language Translation

Globalization Partners International (GPI) has extensive
experience localizing marketing materials, technical documents, and
large, scalable websites into the Arabic language. Due to increased
demand for projects in Arabic and other BiDi languages, like Farsi,
for projects aimed at consumers in the MENA region, GPI has
expanded its facility in Dubai: "
GPI expands its office in Dubai (UAE)".

We have previously posted a number of useful guides to best
practices in this area. Feel free to review two of our previous
blogs that are particularly relevant:

Comments

On Mar 11, Mary said:It is right that Arabic writers and translators should work day and night to show the culture's richness and stand up for our ideas.

On Mar 19, Abduljalil Al-Juboory said:Thanks Mary for your comment. It is not only our business or profession, moreover, it is our responsibility to show that richness through out the knowledge based quality work, whether to translate into Arabic or into other languages. Arabs like to read a clear, meaningful yet informative message written beautifully. At the time time other languages' readers should also get the same quality of text that reflects the beauty of Arabic language.

On Aug 18, Eliza Winters said:Hey thanks for all the awesome info on languages and translations. I will be in area for the next two weeks meeting with clients. It will be really helpful to me to have some sort of background of their language to start working on the translations. Thanks so much!

Ayman El Badawy - Manager, Technical Delivery - Global Software PracticeAyman is a native Arabic speaker with extensive expertise in
Arabic software and website localization. He is a Microsoft Certified professional (MCP) since 2001 and earned several certificates including MCSD, MCAD, MCTS and MCPD. He has over 12 years’ experience in software / websites engineering using Microsoft Programming tools including C#, ASP.NET, SQL Server, Visual Studio and other tools such as HTML, JavaScript, XML, Ajax and others.